Target (NYSE:TGT) recently announced it will be cutting prices on 1,500 frequently purchased products. The company plans to lower prices on an additional 1,000 items this summer. This move aims to help consumers manage their budgets amid high prices. Target CEO Brian Cornell said these reductions focus on everyday essentials and will save customers millions of dollars this summer.
Target’s price adjustments follow similar strategies from competitors like Starbucks (NASDAQ:SBUX) and McDonald’s (NYSE:MCD), which introduced lower-priced offers earlier this year. Amazon (NASDAQ:AMZN) hosted its largest Prime Day in July amid consumer trends toward more budget-conscious spending.
Mixed Financial Performance and Market Reactions
Target’s Q1 earnings report missed forecasts for the first time since November 2022. The company earned $2.03 per share for the March quarter, falling short of the expected $2.06, though its revenue of $24.53 billion slightly exceeded the anticipated $24.52 billion. With food and beverage sales accounting for only 23% of total sales in 2023, Target’s broader product range, including beauty, household essentials, apparel, and home furnishings, provides both advantages and challenges.
Despite a strong position in the beauty segment—where 9% of teenage girls identified Target as a preferred destination—consumers have shown caution with discretionary spending. This trend is reflected in the flat retail sales for June 2024 and a rising unemployment rate. Nationwide’s senior economist Ben Ayers noted that many consumers, particularly those in lower-income households, are facing increasing financial pressures.
In response to competition from rivals like Walmart (NYSE:WMT) and Costco (NASDAQ:COST), Target relaunched its Target Circle loyalty program in April, now boasting over 100 million members. The revamped program offers two tiers: a free membership and Target Circle 360 for $99 per year, which includes additional discounts and free same-day shipping.
Analysts Adjust Target Stock Price Forecasts
Ahead of Target’s Q2 earnings report scheduled for August 21, analysts have revised their stock price targets. Evercore ISI added Target to its Tactical Underperform List on August 12, forecasting a near-term decline to the low to mid-$120s. The firm maintains an “in-line” rating with a price target of $158, citing moderating comparable sales and traffic trends.
Wells Fargo reduced its price target for Target to $160 from $175, while maintaining an overweight rating. The analyst anticipates strong Q2 earnings but expresses concern over the second-half outlook due to the macroeconomic environment. JPMorgan also lowered its target to $153 from $165, keeping a neutral rating. The analyst highlighted ongoing consumer strain and increased retail promotions amid a weakening labor market and deteriorating consumer balance sheets.
As of August 12, Target’s stock was trading around $135 per share.